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21 Bennett’s Hill,
B2 5QP

Are you ready to kick some ass?

As the legendary band Cypress Hill tell us:

“When the shit goes down, you better be ready”

And if the last few years have taught us anything, it’s to be ready to expect the unexpected. That’s why the marketing professionals we work with day in, day out are constantly thinking about their brand, business and marketplace so they’re battle ready for whatever comes around the corner.

While there will always be the fabled ‘unknown unknowns’ (see Donald Rumsfeld), here’s a few of the philosophies and mantras we always to keep front of mind as much as possible…especially in the tricky times.


Start with ‘why?’

Not only is this the title of a brilliant book, it’s also a great question to ask of your business. Why does your brand exist? What is its fundamental purpose and what problems does it solve for your target audience(s)? Only when you know the ‘why’ can you really understand ‘how’ you should execute comms.



The most effective brands really get to know their competitors. What are they doing, what can you learn from them and how can you surpass them?

Then take a look at your target audience. What do the various segments look like – can you create pen portraits of them? This will help you articulate what they are seeking from brands that do what you do and then shape the way in which your brand can satisfy those desires.

Armed with these insights, you can spot opportunities in the market that could change the game for you.

“When the shit goes down, you better be ready”


When your customers think about your brand, what do you want them to feel? That the brand is sexy / funny / exciting /  or something else entirely? Build on this by thinking about the promises you make to your customers and listing out the reasons they have to believe them.



What really makes your brand tick? The ‘thing’ that you want people to think when your brand comes to mind? At Giants & Titans for example, we’re all about speed, agility & expertise: we’re the powerboat of creative agencies. So what’s your brand’s personality? Try to bring it to life – would you dress it in a t-shirt and trainers or a Paul Smith suit? Is it a skinny latte kinda brand or a double espresso with a Biscoff?



And finally, how is your brand expressed across all the different consumer touchpoints – from social media and your website to your people and places? And don’t forget those vital brand building blocks – review everything from your logo and typography through to colour palettes, photography styles and tone of voice to check it still cuts the mustard with all of this new info in-hand.


One final thought

Making big changes to a well established brand is far from easy and often needs careful navigation and patience. So start with the quick wins and smaller changes. You’ll find they soon add up to something bigger & much more impactful.

And it’s at this point I’d like to close with one of my favourite life lessons:

“Give me the serenity to accept the things I cannot change, the courage to change the things I can, and the wisdom to know the difference”